This Mindshare-Vidooly report studies the impact of COVID-19 on content consumption trends over YouTube, Facebook and Instagram in Q1’2020.

1. Impact on Video Consumption Trends
2020 Report
Covid-19 :

2. Table Of Contents
SCOPE & NUMBERS ANALYZED
Platforms and Areas covered in the report and
the Number of Posts analyzed to arrive at the
insights
CATEGORY DEFINITIONS
A brief explanation of the content
categories in the report to help
understand the data and insights better
SOCIAL MEDIA OVERVIEW
Identifying the recent trends in the wake
of CoronaVirus taking over our lives
6
5
4
YOUTUBE: Q1 2020 AT A GLANCE
Understanding how the consumption trends changed in
Q1 and the factors that led to it
YOUTUBE: WHAT’S TRENDING &
KNOW YOUR AUDIENCE
Finding out the genre preferences, trends and the
demographic distribution of the audience across
top 10 genres along with Device Consumption.
Figuring out the ideal video length and retention
across genres
IMPACT OF COVID-19 ON SOCIAL MEDIA
Identifying the content consumption , Analysis of how
Creators/Influencers, Brands and Government Agencies,
utilized social media platforms to communicate with their
audience during Covid-19
3
2
1
7IMPACT OF LOCKDOWN ON YOUTUBE CONSUMPTION
Analyzing Key Changes in Content Consumption Trends
on YouTube specifically during the Lockdown Period in
India

3. Scope | Numbers Analyzed
Numbers Analyzed
4.9 K Channels/Pages
26.1 K Videos
Geography Analyzed (Channels/Pages)
India
Trends in Q1 2020
Impact of Covid-19 on Social Media
Effects of Lockdown on YouTube Consumption
Analysing:
• Month-on-Month Analysis of Q1
• Types of Content published by various stakeholders
• Parameters such as Views, Subscription & Uploads
• Ideal Length Analysis
• Audience Consumption Pattern
• Popular channels
Content Analysis
Platforms Analyzed Methodology
Data Extraction is done based on relevant
keywords around Covid-19
The analysis across 3 platforms is restricted to
Videos only. Analysis is based on public data.
Segregation of Content is done basis Vidooly’s
Title-based Data Mapping
Trend Spotting on YouTube is done
basis most-viewed 100 videos
Country of profile is
taken basis its content
All numbers and % for a specific time period
are calculated basis the new additions in that
time period only
Duration of Analysis
Overall Analysis: Q1 2020
Covid-19 Analysis: 1st Feb ’20 to 25th Mar ’20
Impact of Lockdown Analysis: 1st Mar’20 to 10th Apr ’20

4. Defining Content Categories
Content-Type Definition
News Any news related to Corona Virus
General Trivia
Information related to Corona virus (What is corona, How did it
spread & From where it started)
Prevention/Awareness Steps to be taken to prevent the virus from spreading
Treatment Different ways to treat the patients of Corona Virus
Symptoms Video explaining the related symptoms
Corona Virus Explained Detailed information about the Corona-virus related content
Sub-Category Of News Definition
Lockdown/Janta Curfew Lockdown & Curfew related news due to Covid-19
Updates Daily Updates (+ve cases, recoveries & deaths)
Debate/Special Show Special shows or reports on corona virus
Economy Crisis/Impact Impact of Covid-19 on overall market, Financial loss
Others Other Miscellaneous news related to corona virus
Content-Type Definition
News Any news related to corona virus
Prevention/Awareness Steps taken to prevent spreading of corona virus
Symptoms Video explaining symptoms of corona virus
General Trivia
Information related to Corona virus (What is corona, How it
spread & From where it started)
Treatment Different ways to cure the virus
Self isolation Stay home, self quarantine, Isolation related videos
CREATORS
BRANDS
GOVERNMENT ORGANIZATIONS

5. Content-Type Definition
Corona Virus Explained Detailed information about Corona-virus related content
Corona Virus Impact Impact of Covid-19 and global market, economy crisis
Symptoms Videos explaining symptoms of corona virus
Prevention/Awareness Steps to be taken to prevent the virus from spreading
General/Others
Content around Treatments, daily Covid-19 case updates, and
other content such as Brand Promotions with Covid-19 as a
talking point
Content-Type Definition
COVID-19 Awareness
Videos made for spreading Awareness about Covid-19 like how
to wash hands including messages by famous personalities and
experts
General
General Videos like Things to do at home or an information
about a particular topic.
Product Promotion Brand/Product Promotion with Covid-19 as a hook
News or Updates News or Updates by a Brand around Covid-19
Content-Type Definition
Product Promotion Brand/Product Promotion with Covid-19 as a hook
General
Steps taken by Brands, Work from Home, Things to do during
Isolation
COVID-19 Awareness
Content made for spreading Awareness about corona virus like
how to wash hand, Precautions etc.
DIY DIY during self Quarantine
Campaign Campaigns related to Covid-19
Tent-pole Content related to some special Event like Holi
CREATORS
BRANDS
GOVERNMENT ORGANIZATIONS
Defining Content Categories

6. Content-Type Definition
Awareness
Content made for spreading Awareness about Corona virus like
how to wash hand, Precautions etc
PM Address Videos on PM Addressing the nation.
Explanation & Trivia
Detailed information about Covid-19 and how it’s different from
general flu
News/Updates
News or updates related to Covid-19 (Confirmed, +ve and no of
deaths)
General/Others
Information about Symptoms & Treatments, Press
Releases/Conferences, PM Interaction etc
Content-Type Definition
Press Release/Conference
Videos related to media briefing, press release or press
conference
COVID-19 Awareness
Content made for spreading Awareness about Corona virus like
how to wash hand, Precautions etc
PM Address Videos on PM Addressing the nation.
News or Updates News or updates related to Covid-19
PM Interaction PM interaction with ministers or with citizens
Lok Sabha Session Lok Sabha discussion or Speech Videos
Contributions/Donations Videos for spreading the message for donations.
Content-Type Definition
COVID-19 Awareness
Content made for spreading Awareness about Corona virus
like how to wash hand, Precautions etc.
News
News related to SAARC, Covid spread, PM's address to the
nation
General Content like how to be a responsible citizen.
CREATORS
BRANDS
GOVERNMENT ORGANIZATIONS
Defining Content Categories

7. Social Media:
What’s Going On?
✓ Increase in screen-time and activity on social media
amidst lockdown in place
✓ Emergence of Quarantine Trends, Challenges and
Nominations on Social Media
✓ Social Media Platforms coming together in the times of
this unprecedented global crisis, taking several measures
to regulate misinformation hosted by them.
✓ Social media consumption has seen a rise with average
Indian spending 4 hrs. on social media while staying
indoors which is an increase of more than 1.5hrs as
compared to previous months
380 M
69%
Active Social Media Users in India
Penetration of Facebook in India
(as of Jan ‘20)
Source: HootSuite Digital 2020 Global Report
Facebook and YouTube: The most
popular social media platforms
amongst the Indian Audience
70% Penetration of YouTube in India
(as of Jan ’20)
Covid-19 and Social Media:

8. A glance at the
Content Consumption on YouTube
in Q1 2020

9. Content Consumption on YouTube
With the world’s biggest democracy under lockdown,
Indians are trying to adopt new lifestyle by staying
indoors and cultivating new habits to spend time.
Social Media platforms have seen a rise in this period
with Video sharing platform YouTube garnering over
~300 B views in 1st Quarter of 2020.
308.53 B
830.49 M
3.20 M
Q1 2020
Views
Subscribers
Uploads

10. Content Consumption on YouTube
MOM – Q1
Subscribers
Views
Uploads
• Jan – 111 B
• Feb – 89 B
• Mar – 108 B
• Jan – 1.13 M
• Feb – 1.03 M
• Mar – 1.04 M
• Jan – 270 M
• Feb – 248 M
• Mar – 316 M
There has been an increase in the content consumed on YT in
the month of march despite fairly stable uploads across all 3
months - This can be due to people staying at home &
adopting WFH
Top 10 genres fairly remained the same across all 3 KPI’s
except bottom 2 spots which observed a tough fight
between Gaming, Health & Infotainment
High views in Jan’20 is due to unusual peak observed in
entertainment genre i.e. it garnered ~45% of the overall
views across genres in Jan, this was due to high consumption
of GEC content published
Feb’20 saw a similar content consumption trend
compared to 2019 which was lower than other months
in this quarter

11. Where does YouTube stand today?
Q1 2020
+13%
-4%
+2%
Views
Subscribers
Uploads
vs Q4 2019
Q1 2020
vs Q1 2019
+11%
-38%
-6%
Views
Subscribers
Uploads

12. Quarterly Growth on YouTube
277.3 B
286.6 B
281.5 B
273.9 B
308.5 B
Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20
Viewership Trend on YT from Jan ’19 to Mar ‘20
YT Viewership hit a steep rise in 2020, with Q1 ’20 recording a 13%
growth over Q4 '19.
Genres which attained the highest viewership growth across the two
quarters were Infotainment, News & Politics, Entertainment and Comedy.
The number of uploads on YT across Q1 '20 has shown a slight increase
with respect to Q4 '19.
With all the free time in hand during the lockdown phase, creators are
certainly utilizing their time by publishing more content – not only on
YouTube but across all social media platforms.
Uploads Trend on YT from Jan ’19 to Mar ‘20
3411.5 K
3223.7 K
2991.0 K
3140.5 K
3196.0 K
Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20

13. 1340.6 M
1022.4 M
943.2 M
865.5 M 830.5 M
Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20
Quarterly Growth on YouTube
The trend in the number of subscribers gained continued to
plummet in Quarter 1 2020.
However, the quarter showed a promising trend, as the rate of
decline reduced from 8% (in Q4 vs Q3) to 4% (in Q1 vs Q4).
This reduced decline in %age can be credited to the genre News
& Politics, as it was the only genre to record a Quarterly
subscriber growth of 25%. In fact, 50% of these subscribers were
gained exclusively during the Covid-19 phase i.e. in March’20.
Subscription Trend on YT from Jan ’19 to Mar ‘20
It must be noted that as compared to Q1 '19, the rate of subscription in Q1 '20 has fallen by a sharp 38%.
It demonstrates that while people are enjoying watching more videos, they are now less likely to subscribe. Viewers don’t feel the
need to subscribe to their favorite channels anymore, possibly because YouTube tends to push the customized relevant content on the
homepage of the users. The platform’s improving recommendation algorithm could be one of the reasons for this behavior.

14. 0.9%
1.5%
4.1%
11.3%
25.1%
26.9%
3.9%
0.3%
0.5%
1.7%
4.9%
9.2%
8.3%
1.5%
65+
55-64
45-54
35-44
25-34
18-24
13-17
Know Your YouTube Audience
26% 74%
91.4%
MOBILE
5.4% 2.2%
TV
1%
TABLETDESKTOP
Male Audience on YT India
Female Audience on YT India
YT Consumption across Device
Millennials contribute to ~70% of the viewership on YouTube.
The age-group 18-34 was found to be the most active on YouTube
– amongst both Males as well as Females.
~3 in 4 views gained on YouTube India were by male
audience. The genres News & Politics and Gaming
were significantly dominated by them.
The 18-34 age group of Males, in addition to the
two genres, was also very keen in Comedy and
Science & Technology
Female audience, on the other hand, were found to
be inclined more towards the genres Food & Recipe,
Education and Infotainment.

15. ENTERTAINMENT
NEWS & POLITICS
KIDS & ANIMATION
COMEDY
EDUCATION
Top 10 Genres based on viewership
MUSIC
FOOD & RECIPE
SCIENCE
& TECHNOLOGY
GAMING
INFOTAINMENT
Please note: Further genre level analysis, will be focused on these 10 genres only
in this report since ~90% of the viewership in Q1’20 is around these 10 genres

16. People try to fill the gaps in their lives by entertaining themselves on
YouTube which can be confirmed from the fact that Entertainment and
Music Genre gained 113 B & 80 B views respectively in Q1’20
Top Genres on YT in Q1 2020 – Views
4.0 B
4.1 B
4.6 B
5.5 B
6.1 B
11.0 B
23.5 B
29.1 B
80.1 B
113.9 B
Infotainment
Gaming
Science & Technology
Education
Food & Recipe
Comedy
Kids & Animation
News & Politics
Music
Entertainment
CAA/NRC & Delhi Elections dominated the News genre in Jan 20 whereas in Mar 20 with social
distancing in place and no outside movement , people resort to news channels for all the latest
updates
Genres like Food & Recipe, Gaming continued to gain the likes of people whereas Content
based on Travel failed to gain attention of audience amidst global lockdown
Top 10 Genres contribute to ~90% of Overall Views on YT in Q1’20

17. Top Genres on YT in Q1 2020 – Subscribers
18.9 M
20.7 M
24.5 M
27.4 M
39.5 M
47.1 M
55.3 M
90.9 M
175.3 M
195.7 M
Infotainment
Gaming
Science & Technology
Food & Recipe
Comedy
Education
Kids & Animation
News & Politics
Music
Entertainment
Entertainment seem to have
gained the maximum
subscribers in Q1. This is
attributed by increase in
subscription of GEC channels
such as Sony & Zee Network.
GEC Content which gained
traction is mostly around TV
Shows e.g. Adhirindi &
Beyhadh 2
In case of music it is
contributed by channel's such
as T-Series & Zee Music
which are focusing primarily
on Bollywood Music e.g.
Street Dancer 3D & Songs
from Malang Movie
Top 10 Genres contribute to >92% of Overall Subscribers gained on YT in Q1’20
Highlights such as CAA/NRC,
Donald Trump’s Visit,
Communal Riots followed by
Covid-19 are the major issues
which helped gained high
subscribers in News & Politics
Education also gained
significant subscribers,
possibly with board exams
across the country happening
during this period and an
increasing trend of students
going for online learning
especially during lockdown

18. Drill Down Analysis of the
Top 10 Genres
ENTERTAINMENT
NEWS & POLITICS
KIDS & ANIMATION
FOOD & RECIPE
SCIENCE AND TECHNOLOGYGAMING
COMEDYEDUCATION
MUSIC
INFOTAINMENT
Note: This analysis is performed on top 100 videos (based on viewership) per month per genre

19. NEWS & POLITICS
KIDS & ANIMATION
COMEDY
EDUCATION
Genre Analysis
MUSIC
ENTERTAINMENT
FOOD & RECIPE
SCIENCE
& TECHNOLOGY
GAMING
INFOTAINMENT

20. ENTERTAINMENT
SAB TV SET INDIA
Popular ChannelsMOBILE
DESKTOP
95%
2.5%
1.8%
0.7%
TV
TABLET
ZEE TV COLORS
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
72%
28%
6%
36%
33%
17%
13-17 18-24 25-34 35-44 45+
8%
• Audience engagement with the Movie related content (which takes the
biggest share in the entertainment genre) has declined over the quarter
from 79% in Jan’20 to 47% in Mar’20 but still it’s the most viewed type of
content. Most popular channels featuring this type of content are
Goldmine telefilms and Shemaroo
• Content types such as TV serials & reality shows garnered high
viewership growth. TV serials such as Naagin 4 and Taarak Mehta ka
Ooltah Chashma saw high viewership in Mar’20
• Similarly, Big Boss Season 13 and Khatron ke Khiladi season 10 helped the
reality show content gain a significant chunk in the entertainment genre

21. ENTERTAINMENT
Views 29 B 8.3 B 1.9 B 1.5 B
Subscribers 11 M 7.3 M 2.3 M 2.2 M
Uploads 26.4 K 36.7 K 7.6 K 2.2 K
Channel Count 11 18 5 17
Top Channels
• Sab Tv
• Set India
• Sony Pal
• Sony Aath
• Sony Liv
• Zee Tv
• Zee Tv Telugu
• And TV
• Zee Bangla
• Zee Marathi
• Colors
• Colors Bangla
• Colors Marathi
• Colors Kannada
• MTV India
• Star Plus
• Fox Star Hindi
• Star Jalsha
• Star Maa
• Star Music India
GEC Networks on YT – Q1
Q1 2020 was dominated by Entertainment
genre on YT with a major support from GEC
content published on YT.
Indian GEC content is majorly published by
4 networks i.e. Sony, Star, Viacom & Zee.
Among these Sony Pictures Network
Dominated Q1 as compared to other 3
Networks both in terms of views &
Subscribers. All these networks are having
10+ channels under the parent name
except Viacom which is having only 5
Channels on YT.
Zee Network uploaded 36.7K videos on YT
but failed to gain traction garnering only
8.3B views in Q1.
Major Event in Q1 is the onset of
coronavirus pandemic which has drastically
impacted the consumption of all the digital
networks. Among these Zee & Sony
observed growth of 11% & 4% respectively
rest others observed a decline in the month
of Mar when compared with Feb.

22. NEWS & POLITICS
KIDS & ANIMATION
COMEDY
EDUCATION
Genre Analysis
MUSIC
ENTERTAINMENT
FOOD & RECIPE
SCIENCE
& TECHNOLOGY
GAMING
INFOTAINMENT

23. MUSIC
T - Series Aditya Music
Popular Channels
MOBILE
DESKTOP
88%
5.5%
5%
1.5%
TV
TABLET
Speed RecordsZee Music Co.
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
71%
29%
• Audience has shown an increasing interest in Regional Music Videos. The
number of regional songs in the list of top Music videos has grown from 28%
in Jan ‘20 to 45% in Mar ‘20. Most popular channels featuring this type of
content are Speed Records, Aditya Music and Wave Music.
• Overall, Top Music Videos were dominated by Bollywood and Regional Music
Only. Cover Songs and Unplugged Music accounted for negligible views and
engagement amongst the Top Music Videos – across the quarter.
• Music Videos of the Bollywood flick Street Dancer 3D (Released in late Jan)
accounted for 25% of the viewership on the analysed top videos of the
quarter.
7%
33%
13%
6%
13-17 18-24 25-34 35-44 45+
41%
>+5% from total audience

24. KIDS & ANIMATION
COMEDY
EDUCATION
Genre Analysis
ENTERTAINMENT
MUSIC
NEWS & POLITICS
FOOD & RECIPE
SCIENCE
& TECHNOLOGY
GAMING
INFOTAINMENT

25. NEWS & POLITICS
Aaj Tak ABP News Hindi
Popular ChannelsMOBILE
DESKTOP
97%
1.5%
1% TV
TABLET NDTV India
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
88%
12%
• The viewership on the top videos under News & Politics soared in the month
of March, displaying a ~2X growth from Jan ’20 to Mar ‘20. This doesn’t
come as a surprise, given that the whole nation is hooked to their screens to
keep themselves updated with country’s current state of Covid-19.
• Political Videos failed to find a place amongst the top videos in the genre,
evident from the drop in their number from 25% to 5% in just one month
(Feb-Mar ‘20). The viewership share also fell from 34% to just 2% in the same
period. The thunder, instead, was stolen by National News.
• The average viewership of the top videos in this category increased by 2x.
Corona Virus as a topic accounted for 1 in 5 most-viewed News Videos.
0.5% BBC News Hindi
3%
26%
37%
21%
13-17 18-24 25-34 35-44 45+
>+5% from total audience
13%

26. KIDS & ANIMATION
COMEDY
EDUCATION
Genre Analysis
ENTERTAINMENT
MUSIC
NEWS & POLITICS
KIDS & ANIMATION
FOOD & RECIPE
SCIENCE
& TECHNOLOGY
GAMING
INFOTAINMENT

27. KIDS & ANIMATION
ChuChuTV Hindi MaJa Tv
Popular Channels
MOBILE
DESKTOP
94%
3%
2%
1%
TV
TABLET
Green Gold Infobells - Hindi
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
80%
20%
• Viewership on Kids Shows and Cartoons (the most dominating content
type) observed a growth across the quarter. Factors such as end of exam
season and nationwide lockdown would primarily be the reasons for the
growth.
• ChuChu TV, Green Gold and Infobells are some of the most prominent
channels publishing Kids Shows and Cartoons. Amongst the shows,
Chhota Bheem turned out to be the most popular under this category.
• All the popular channels were found publishing content in Hindi or other
regional languages such as Tamil and Telugu.
12%
36%
31%
13%
8%
13-17 18-24 25-34 35-44 45+
>+5% from total audience

28. KIDS & ANIMATION
COMEDY
Genre Analysis
ENTERTAINMENT
MUSIC
NEWS & POLITICS
EDUCATION
FOOD & RECIPE
SCIENCE
& TECHNOLOGY
GAMING
INFOTAINMENT

29. Study IQ Education
EDUCATION
WIFIStudy
Popular Channels
MOBILE
DESKTOP
78%
20%
1.5%
Fact Techz Exam पुर
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
68%
32%
• In Mar '20, higher number of videos around General Knowledge and
Competitive Exam Prep cropped up in the top videos under Education.
• 35% of these videos discussed about Corona Virus. Some of the
popular topics were the long-term impact of Covid-19, its cure and how
various countries are dealing with the epidemic.
• Overall, the average views gained by the top Educational videos
increased significantly in March as compared to the previous month.
0.5%
Study IQ Education
6%
37%
30%
16%
11%
13-17 18-24 25-34 35-44 45+
>+5% from total audience
TABLET
TV

30. KIDS & ANIMATION
COMEDY
Genre Analysis
ENTERTAINMENT
MUSIC
NEWS & POLITICS
EDUCATION
COMEDY
FOOD & RECIPE
SCIENCE
& TECHNOLOGY
GAMING
INFOTAINMENT

31. COMEDY
JKK Entertainment SET India
Popular ChannelsMOBILE
DESKTOP
86%
9%
3%
2%
TV
TABLET
MallemalaTV Khandeshi Movies
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
73%
27%
• The average viewership obtained by Top Comedy videos declined over the quarter
• However, viewership on Comedy Shows has risen across the quarter. SET India,
with its show Kapil Sharma, dominated the viewership share.
• A couple of Vine Comedy videos cropped up in the top charts, and managed to
account for very high engagement in Mar ’20. Ashish Chanchlani Vines emerged to
be one of the most popular channels in this genre.
• Most popular channels featuring Sketch comedy are Jkk Entertainment and
Khandeshi Movies.
6%
40%
36%
13%
5%
13-17 18-24 25-34 35-44 45+
>+5% from total audience

32. KIDS & ANIMATION
COMEDY
Genre Analysis
ENTERTAINMENT
MUSIC
NEWS & POLITICS
EDUCATION
FOOD & RECIPE
SCIENCE
& TECHNOLOGY
GAMING
INFOTAINMENT

33. FOOD & RECIPE
Popular ChannelsMOBILE
DESKTOP
92%
4.5%
2%
1.5%
Hungry Birds
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
35%
65%
The viewership on Recipe Videos rose significantly from Jan to March. An interesting
observation was the popularity of the recipes of Non-vegetarian food such as Chicken,
Fish, Mutton Biryani amongst the most-viewed content in March.
The TVC of Food Brands did not find a place amongst the top videos of this category in
the month of March. Primarily, it was Oreo India, Cadbury5starIndia and
CadburyDairyMilkIn which advertised in this genre’s top videos of Jan and Feb ‘20.
Viewership on Food Challenges saw a jump from 15% to 37% across the quarter.
Hungry Birds is a popular channel publishing content around the same.
It must be noted that Food & Recipe content is not exclusively limited to women, as per
the general notion. 35% of the audience on this genre was found to be male.
Bharatz Kitchen HINDINisha Madhulika Veg Village Food
3%
24%
39%
20%
14%
13-17 18-24 25-34 35-44 45+
>+5% from total audience
TABLET
TV

34. KIDS & ANIMATION FOOD & RECIPE
COMEDY
Genre Analysis
ENTERTAINMENT
MUSIC
NEWS & POLITICS
EDUCATION
SCIENCE &
TECHNOLOGY
GAMING
INFOTAINMENT

35. SCIENCE & TECHNOLOGY
Technical Guruji Trakin Tech
Popular Channels
MOBILE
DESKTOP
94.5%
3%
1.5%
1%
TV
TABLET
Samsung India Mr Indian Hacker
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
83%
17%
• Almost 80% of the viewership on the top videos of this category was
through Commercials. The brands Samsung and Oppo had a significant
share in the list of top videos in the category.
• Audience engagement on Gadget Reviews & Unboxing has remained
fairly stable. Most popular channels featuring this type of content are
Technical Guruji and Trakin Tech.
• On the other hand, TechnologyTalks/Discussion garnered substantial
engagement growth across the quarter. Discussions around Redmi Note
9 Pro and Realme 6 dominated the top videos under the genre in
Mar’20.
6%
16%
12%
13-17 18-24 25-34 35-44 45+
>+5% from total audience
34.5%
31.5%

36. KIDS & ANIMATION FOOD & RECIPE
COMEDY
Genre Analysis
ENTERTAINMENT
MUSIC
NEWS & POLITICS
EDUCATION
GAMING
GAMING
SCIENCE
& TECHNOLOGY
INFOTAINMENT

37. GAMING
Total Gaming CarryIsLive
Popular ChannelsMOBILE
DESKTOP
95
3%
1.5%
0.5%
TV
TABLET
MorTal Two-Side Gamers
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
95%
5%
• Gameplays and Walkthroughs have turned out to be the dominant content in
the genre. They accounted for 99% viewership on the most-viewed videos of
Mar’20
• Play-offs between popular Gamers are also emerging in the list of most-
viewed videos. For ex, a PubG playoff between MorTal and CarryMinati
recorded >3.7 M views and 322 K engagement.
• PubG and Garena Free Fire were some of the most popular games viewed.
• With only 5% of the audience as female, the genre turns out to be completely
dominated by males.
2%
58%
33%
13-17 18-24 25-34 35-44 45+
>+5% from total audience
4.5%
2.5%

38. KIDS & ANIMATION FOOD & RECIPE
COMEDY
Genre Analysis
ENTERTAINMENT
MUSIC
NEWS & POLITICS
EDUCATION
GAMING
INFOTAINMENT
SCIENCE
& TECHNOLOGY
GAMING

39. INFOTAINMENT
Popular ChannelsMOBILE
DESKTOP
95%
3%
1.5%
0.5%
TV
TABLET
A
G
E
G
E
N
D
E
R
D
E
V
I
C
E
71%
29%
• Audience Engagement on Infotainment related to Nature rose from
mere 1% to 14% across the quarter. It included videos around the
Asteroid passing across Earth in April, Underwater discoveries etc.
• All the top videos in this category were found to be in Hindi and other
regional languages.
• Upper age group is more keen on watching such content
Mysterious Duniya Minutes Mystery The World
Adventures Hindi
The Mystica Land
19%
29%
11%
13-17 18-24 25-34 35-44 45+
2.5%
38.5%
>+5% from total audience

40. Content Length and Retention Analysis

41. 8 out of the top 10 genres obtained a remarkable
retention rate, when compared to the average retention
gained by videos across all genres (~13%).
Comedy succeeded in obtaining a retention rate as high as
52%, Increasing number of relatable content in the form of
Sketches and Vines could be the key to this high number.
Gaming and Education, which usually tends to have longer
content, displayed a very low retention rate.
Where is Audience losing Interest?
1.2%
6.4%
25.8% 26.1% 26.6%
28.7%
31.8% 32.7%
42.1%
52.1%
13.8% 14.1%
11.6%
Jan Feb March
RetentionRate
(inQ1’20)
Retention rate declined in Mar’20 owing to the Food & Recipe, &
Music related content.
Retention rate of T-Series dropped significantly possibly because
of increase in average video length from ~5 mins to ~6 mins from
Feb to Mar’20.
Similarly, Home cooking show channel also witnessed a decline in
retention rate due to increase in length of its uploads

42. What is the Ideal Video length ?
3805
1894
1388
841
678
573
544
481
423
392
4003
1706
2189
3287
678
1878
544 355 439 392
Gaming
Education
Comedy
Entertainment
Kids&Animation
News&Politics
Infotainment
Music
Science&Tech
Food&Recipe
Based on Overall Content(sec)
1.25% 6.40% 52.06% 31.80% 28.69% 26.12% 42.09% 26.59% 26.00% 32.74%
Gameplays & walkthroughs dominates ‘Gaming’
genre because of which this genre is having highest
video length followed by Education which has
learning videos which by its nature are of long form.
Both these genres failed miserably in terms of
retention rate having 1.2% & 6.4% retention which
means the content is not engaging to keep the user
glued to the screens.
Entertaining content related genres i.e. Comedy,
Infotainment, Music & Entertainment itself are the
genres which were successful in gaining attention of
users for a longer duration i.e. they are having high
retention rate
Retention Rate (%)
Based on top viewed videos(sec)
Entertainment & News Genre show a strange behavior where videos that performed well were of longer duration than genre average.
Does this mean audience is engaging with longer duration videos?

43. Longer Videos: The new normal
Average Length of Videos on YouTube
(in secs)
*The Top videos referred here are the Top 500 videos obtained in
Q1 ‘20 across the Top 10 genres
1733
839
Based on Total analysed
videos
Based on Top videos*
The top videos were found to have an average
duration of ~29 mins, while the overall average
duration of YT videos was ~14 mins.
In the entertainment genre, channels such as
Goldmine Telefilms and Goldmine Movies have
top videos with average duration of ~100 mins
which primarily showcase full movies such as
“Dear Comrade”,”Comali”, “Vijetha”
In the News genre, news videos displaying live
telecast of some events are much longer lasting
even for a number of hours. Many of the top live
news videos are around Delhi Election 2020
results published by Aaj Tak, ABP News, India TV,
Zee News
It is evident that people turning to YT are ready to invest their time in consuming content, hence the popularity.
Interestingly, creators also get an added advantage of inserting multiple ads and maximizing their revenue.

44. Summary - Content Consumption on YT in Q1 2020
YouTube which is the largest
video sharing platform has
garnered over ~300 B views
in Q1 only which is 13%
more than Q4 2019 & 11%
more than Q1 2019. YT
gained ~830M Subscribers
in Q1 2020 & out of all the
genres rate of growth has
been the highest in News &
politics due to events such
as Covid-19 induced
lockdown, CAA/NRC
clashes, Delhi elections
With 1.3 Billion population
under lockdown in India
people are looking at new
ways to entertain
themselves as well as to be
socially connected with
their friends and families.
People have been more
active on social media these
days with an average person
spending over 4hrs per day
as compared to previous
~1.5hrs.
Entertainment, Music &
News were the top 3 genres
based on content
consumption contributing
to ~220 B views in Q1’20.
Serials, Reality shows and
regional music videos
garnered high growth in
viewership. There has been
a whopping 2x growth in
News content viewership
from Jan to Mar’20
Millennials contributed to
~70% of the viewership on
YouTube in Q1’20. Around
75% of the overall views in
Q1 were contributed by
Male TG who were
particularly keen in News
and Gaming related
content. Female audience
was inclined towards
watching Food, Recipe and
Educational videos.
>90% of the views on YT
were through Mobile
device.
Audience is tuning in to
watch long length videos
such as full movies & live
news telecasts. Although
the retention rate is
inversely linked to the
length of the videos, still
entertainment & news
channels are able to garner
>25% retention rate.
Comedy videos come across
as the most engaging for
the audience among others

45. Covid-19 : Digital Impact (YT)
Feb – Mar 20
+22%
+26%
+1.4%
Views
Subscribers
Uploads

46. Analysing Consumption Trends Amid Lockdown
+70%
News-Politics observed 70% & 95% increase in Views & Subscribers
respectively due to continuous monitoring of happenings around the globe
amid Covid-19 scare. AajTak, ABP News & indiaTV were among the favorites.
Content which performed well in this was National & International News –
Majorly related to Covid-19.
Views
+95%
Subscribers
Entertainment gained highest 38B views in Mar with an increase of 19% from
Feb followed by Music which garnered 28B views.
Around ~70% & ~10% views were garnered by Movie & TV serial related
content respectively. Popular channels in Movie Space are “Zee Telugu” ,
“Goldmines Telefilms” & In TV Space are “Sony” , ”Zee’ & Colors Network.
35B
Views
+19%
Views

47. Analysing Consumption Trends Amid Lockdown
Decline in viewership on Travel related content Amidst Global shutdown. Travel
seem to be worst hit genre.
-3%
Views
+40%
On Vlogging / DIY & Home Decor Category each. People seem to be more
focused on personal lives & are utilizing these times to improve their
household by trying something new and recycle as much as they can. Channels
which stood out in this genre were Beautiful Homes & MyMissAnand
Views
&
Subscribers
Kids & Animation gained 9B views in march with an increase of 26% from Feb,
emerging out to be a promising genre. Kids Shows & Cartoons stood out to be
the most followed content type followed by Nursery Rhymes by creators such
as infobells & Chuchu TV. This can be a direct impact of children having lot of
free time so they use digital media to entertain themselves.
9B
Views
+26%
Views

48. Covid-19
Content Analysis
Platforms Covered
Numbers Analyzed
2.83 B Views
52.31 M Engagement
26.1 K Uploads
Creators
Brands
Indian Government
Content Publishers
Please note: Engagement data for Facebook and Instagram are indicative – might be lower than actual numbers

49. 0 K
1 K
2 K
3 K
4 K
5 K
6 K
7 K
8 K
9 K
10 K
Week8 Week7 Week6 Week5 Week4 Week3 Week2 Week1
Facebook Instagram YouTube
Covid-19 events
WEEK 7
• PM addresses nation on Mar 19; requests
Janata Curfew
• Indian army reports 1st Covid-19 Case
• Work from home in place across several
private-sector workplaces in the country
WEEK 6
• India suspends tourist visas till Apr
15
• Public places such as malls, theaters
and pubs to be shut, No mass
gatherings WEEK 1
• Onset of Coronavirus in India
• 3 citizens found positive
• India evacuates its citizens from
Wuhan Region
WEEK 5
• 15 tourists in India test positive for
coronavirus taking the total toll to 18
• Primary schools across various states
advised to be shut
Week 1 – 1st to 7th Feb 20
Week 8 – 21st to 25th Mar 20Total Uploads – 26.1 K
WEEK 8
• Hands clapping event during Janta Curfew on 22nd Mar
• PM addresses nation on Mar 24; announces 21 days lockdown
• All railways, passenger flights and inter-state transport banned
• No. of corona virus patients in India crosses 1000
& their impact on
Social Media Video Uploads
TIMELINE

50. Covid-19
Analysis of Content Published by
Creators & Influencers
Platforms Covered

51. Covid-19 Content on Social Media by Creators
2.78 BViews
51.44 M
Engagement
25.55 KVideos
Covid-19
Going Viral

52. What’s Working
• Views : 540.4 M
• Engagement : 11.06 M
• Uploads : 6.7 K
Popular Pages
Prevention/Awareness Videos are
recommended, as they performed
well in terms of avg. views and
engagement
Content AnalyzedContent Analyzed
What’s Working
"Covid19" & "Covid_19" hashtags
particularly performed very well with
a high avg views and engagement
Popular Pages
• RVCJInsta
• FilterCopy
• AajTak
• OTVNews
• PublicTV
• Pkesarionline
• Hashtags Analysed : 42
• Views : 77.17 M
• Engagement : 12.5 M
• Uploads : 2.05 K
Creators: What's Working, Where? With Lockdown in place,
Social Media is buzzed with
creators and influencers
publishing content around
Covid-19.
Out of the 3 Major platforms
analysed, YouTube being a
video centric platform
outperformed other
platforms on average
viewership in this category of
content.
Celebrities from various
fraternities are taking up the
responsibility to spread
awareness around
Coronavirus and encouraging
their followers to #StayHome.
What’s Working
• Views : 2.16 B
• Engagement : 27.85 M
• Uploads : 16.78 K
Detailed Informational
Videos/Trivia around Corona Virus
and its treatment gained high avg
views and engagement
Popular Channels
• Aaj Tak
• ABP News
• Study IQ Education
Content Analyzed

53. What are Creators Talking about Covid-19?
• News Channels flooded YouTube by their content around Covid-19,
accounting for 3 in every 4 videos published by creators on YouTube around
the topic.
• Other than News Bulletin, Viewers also seemed to be interested in
Informational Content around Covid-19, such as trivia and detailed
explanation of CoronaVirus and events resulted from it- which was evident
from the considerable share of viewership and engagement gained by this
segment in just 6% uploads.
Some of the examples of such videos are:
• “Ye Kya 21 Days LOCKDOWN?” – Shifuji’s Mission Prahar &
• “CORONA VIRUS का असली सच आपके सामने | WHAT IS THE CORONA
VIRUS? Everyone should know what it is.” - Mysterious Dunia
• Influencers: Key to engagement
Content Insights
Content Analysed
Views : 2.16 B
Engagement : 27.85 M
Uploads : 16.78 K
News
General Trivia
Prevention/Awareness
Treatment
Symptoms
Corona Virus Explained
Views: 78% Engagement: 64% Uploads: 77%
Views: 10% Engagement: 15% Uploads: 6%
Views: 5% Engagement: 7% Uploads: 9%
Views: 4% Engagement: 5% Uploads: 3%
Views: 2% Engagement: 4% Uploads: 4%
Views: 1% Engagement: 4% Uploads: 1%
While the presence of influencers in videos around Coronavirus did not
significantly impact the average viewership, the average engagement was
found to multiply by 4x.
• “Coronavirus | Explained” - Dhruv Rathee
• “CORONAVIRUS - Everything You Need to Know
(The Truth)” - FitTuber

54. 35%
24%
7%
2%
1%
31%
18%
45%
3%
7%
4%
21%
Lockdown/Janta
Curfew
Updates Debate/Special Show Economy
Crisis/Impact
Self isolation Others
What are Creators Talking about Covid-19?
• Lockdown and Janta Curfew accounted for 18% News Uploads around
Corona Virus on YouTube. The videos performed well in terms of both
viewership as well as engagement, gaining an avg viewership of 243K.
• Daily updates of Corona Virus Stats, on the other hand, turned out to be
redundant for the viewers. These videos managed to gain just about half
the average views (70 K) than that obtained by the overall News Category
(130 K).
• Debates/Special Shows emerged to be a popular News Category, despite
accounting for low share of uploads. Videos with keywords ‘Special
Report’, ‘Special Story’, Discussions on Impact of CoronaVirus on the
country etc seem to be working well for the News Channels.
Content Insights
Content Analysed
Views : 2.16 B
Engagement : 27.85 M
Uploads : 16.78 K
Analysing News Trends: Viewership and Upload Share
News
Views: 1.7 B Engagement: 17.8 M Uploads: 13 K
UploadsViews
Some of the popular videos around debates/Special Shows are:
• China को ममल गयी Coronavirus की Medicine | Tez Special Report
• Coronavirus पर आंखें खोल देने वाली ररपोर्ट | Special Report by Aaj Tak

55. Popular Influencers
Popular Creators
Aaj Tak BBC News Hindi
Madan GowriDhruv Rathee
Popular Creators & Influencers
Several doctors and experts also took to YouTube to discuss Covid-19
related content:
• "98#Corona virus चा खोकला आणि साधा खोकला कसा
ओळखायचा|How to identify corono infection – By Dr
Nagarekar
• Can science detect Corona Virus – By Dr. Biswaroop Roy
Chowdhury
ABP News DLS News India Today
471.5M 2.9M
Views Engagement
6.4M6.6M
67.7M 685K 73.7M 90.5K 59.5M 1.2M 34.3M 244K
Content Analysed
Views : 2.16 B
Engagement : 27.85 M
Uploads : 16.78 K
Dr Rajesh Kumar
4.2M
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire channel

56. What are Creators Talking about
Covid-19?
• Similar to YouTube, the category News dominated the Content around Corona
Virus on Facebook.
• However, unlike YouTube, videos around Prevention/Awareness garnered
substantial popularity on Facebook. The category led the charts in terms of
average viewership (108 K)
• Informational content failed to work its magic on Facebook (contrary to
YouTube). Given the less share of viewership, Videos around Self-isolation
also did not work well on Facebook.
• Influencers from various fraternities such as Bollywood, Sports, Politics
stepped up on Facebook to spread awareness around the epidemic.
Some of the videos posted by the celebrities include:
Content Insights
Content Analysed
Views : 540.4 M
Engagement : 11.06 M
Uploads : 6.7 K
News
Prevention/Awareness
Symptoms
General Trivia
Treatment
Miscellaneous
Views: 83.2% Engagement: 77.9% Uploads: 81.7%
Views: 13.4% Engagement: 19.8% Uploads: 10.2%
Views: 0.5% Engagement: 0.3% Uploads: 1.2%
Views: 0.2% Engagement: 0.1% Uploads: 3.7%
Views: 0.1% Engagement: 0.1% Uploads: 1.8%
Views: 2.6% Engagement: 1.7% Uploads: 2.5%
• “Don’t go after Bakri Cow, Dal sabzi zyaada Khao, Bheed bhaad mein kam
jao, Trim ho jao, Gym Jao #CORONAVIRUS sey bachney ka Indian
tareeka?” – Baba Sehgal
• “Akshay Kumar on Facebook Watch” – By Akshay Kumar

57. Popular Influencers
Popular Creators
OTVNews Zee24Ghanta
MohanlalSwami Ramdev
Popular Creators & Influencers
Top videos on Facebook by some influencers to discuss Covid-19 related
content:
• “कोरोना का जो मूल कारि है कक……………….. मलए जबरदस्त कारगर हैं।
#HealthTips #Coronavirus #Yoga #coronavirusindia #CoronaAlert –
Swami Ramdev
• “Na Haath Milana..Na Baahar Jana..#Corona #Covid2019 #TejasGambhir
अब बस करो ना !!” – By Abhijeet Bhattacharya
Public TV PKesariOnline Dinamalar Daily
56.88M 1.7M
Views Engagement
2.47M5.02M
41.6M 0.45M 73.7M 90.5K 19.46M 279K 17.90M 404K
Shashi Tharoor
684K
Content Analysed
Views : 540.4 M
Engagement : 11.06 M
Uploads : 6.7 K
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire page

58. What are the popular hashtags used
by Creators?
Content Analysed
Hashtags Analysed : 24
Views : 77.17 M
Engagement : 12.5 M
Uploads : 2.05 K
Note : Word cloud is based on Views of Top 15 Hashtags on Instagram
Content Insights
• Instagram as a platform is very popular for hashtags and most of the creators
use some kind of hashtags in almost each and every post. #Coronavirus ,
#Corona & #Covid were the Top 3 most used hashtags, also garnering the
highest views among all the keywords used i.e. 48M, 43M & 24M views
respectively
• Popular hashtags (mostly related to coronavirus) were being used together in
majority of the posts e.g. #Coronavirus , #Corona. Interestingly Janta Curfew
imposed by PM Modi in India and tags related to #Quarantine garnered high
viewership on Instagram. (Within Top 10).
• Similar to Facebook, Instagram was also flooded with Celebrities and their
appeal to masses to take precautions against the virus. Kartik Aaryan’s Pyaar
Ka Punchnama style IGTV Video gained massive popularity, gaining more
than 11M views.
• Some other popular videos by celebrities on Instagram included:
• “For the first time in life, the winner will be the one who will stay put!
This is a race, one which will save us...Say yes to #SocialDistancing” – By
Akshay Kumar &
• “Kya aap bhi is callertune se darte hai?” – By Ashish Chanchlani

59. Popular Influencers
Popular Creators
RVCJ Media POPxo Daily
Shilpa ShettyAkshay Kumar
Popular Creators & Influencers
Top videos on Instagram by some influencers to discuss Covid-19 related
content:
• “Let’s utilise this 'precious' time to ………… Swasth raho, mast raho! – By
Shilpa Shetty
• Social distancing is the need of the hour!It’s a tough call……………We are in
it together and we will see this through... Let’s beat #COVID19
together??? #StaySafe – By Mahesh Babu
Filter Copy Aaj Tak NDTV
8.95M 1.7M
Views Engagement
1.12M2.43M
6.17M 1.1M 1.5M 184K 17.90M 404K 2.21M 193.4K
Kartik Aaryan
1.49M
Content Analysed
Hashtags Analysed : 24
Views : 77.17 M
Engagement : 12.5 M
Uploads : 2.05 K
Please note: Views and Engagement numbers are based on the hashtags around Covid-19 only & not for the entire profile

60. Covid-19
Analysis of content published by
Brands
Platforms Covered

61. The Social Media Buzz by Brands
12.15 MViews
200.55 K
Engagement
253Videos
Covid-19
Going Viral

62. Content Analyzed
What’s Working
• Views : 4.8 M
• Engagement : 51.8 K
• Uploads : 55
Explanation, Awareness and
Impact are the three types of YT
content gaining a high share of
viewership
Popular Channels
• Apollo Hospitals
• Patanjali Ayurved
Content Analyzed
What’s Working
• Views : 6.44 M
• Engagement : 71.82 K
• Uploads : 121
Popular Pages
• Bajaj Allianz
• Godrej
Awareness Posts are doing well, as
seen from their high share of views
as well as engagement
Content Analyzed
What’s Working
• Views : 854.29 K
• Engagement : 76.90 K
• Uploads : 77
Posts raising awareness are gaining
high engagement, while Product
Promotions are grabbing
considerable views.
Popular Pages
• MX Player
• Bajaj Allianz
Brands: What's Working, Where?
Brands preferred publishing videos
related to Covid-19 on Facebook and
Instagram. The two platforms
accounted for more than 75% video
uploads by Brands around the topic.
What brands must have not
anticipated was that YouTube would
perform better in terms of fetching
viewership on their videos. The
average views on YouTube videos by
brands was found to be 65% more
than that obtained on Facebook.
Instagram’s avg views were not even
close.
While Instagram may have failed to
fetch high views for Brands, it
compensated by obtaining a high
share of engagement.
Sports brands/Celebs i.e. IPL team
owners/Cricketers were active in
spreading awareness on FB & Insta
whereas Health/Personal Care , BFSI
Brands were active in all 3 Platforms.

63. Covid-19 content by brands on YouTube
Corona Virus Explained
Views – 39.51% Engagement – 43.26%
Uploads – 20%
Corona Virus Impact
Views–19.04% Engagement–6.09%
Uploads – 7.27%
Awareness Related
Views – 17.50% Engagement – 20.41%
Uploads – 27.27%
Symptoms
Views – 17.07% Engagement – 18.51%
Uploads – 16.36%
General/Others
Views – 6.88% Engagement – 11.73%
Uploads – 29.10%
• Health , Fitness , Personal Care are the Industries which published content
around Covid-19 on YouTube.
• Health brands like “Apollo Hospitals” & 1mg tried to explain the virus. For
example – Apollo Hospitals published a video in Hindi which garnered ~1M
views.
• 1 video 2 Messages kind of content was also seen i.e. promoting the brand
itself and also giving some information on preventing Covid-19 e.g. Dettol
made a video on “Preventing the Spread Of Viruses
#ApniSurakshaApneHaath” & Patanjali did “How To Boost Immune System
Against Coronavirus Infection | Patanjali Products”
• ~75% of the viewership was on content related to Covid-19 Explanation ,
Impact & Awareness.
Content Insights
Content Analysed
Views : 4.8 M
Engagement : 51.8 K
Uploads : 55

64. Popular Brands & Celebrities
Madhuri Dixit Kajol
Content Analysed
Views : 4.8 M
Engagement : 51.8 K
Uploads : 55
Popular Celebs
Popular Brands
Apollo Hospitals Tata Motors
KajolMadhuri Dixit
• Celebrities were seen in the advertisements of the personal hygiene
brands like Dettol and Lifebuoy:
• “Preventing the Spread Of Viruses #ApniSurakshaApneHaath” by
Dettol India featured Madhuri Dixit
• "A Public Service Message from Lifebuoy “ featured Kajol
Patanjali Ayurved 1mg Motilal Oswal
2.8M 31K
Views Engagement
2.9K9.7K
0.8M 12K 0.7M 33 0.3M 3.5K 0.2M 2.8K
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire channel

65. Covid-19 content by brands on Facebook
Awareness
Views – 82.11% Engagement – 83.93%
Uploads – 73.55%
General Content
Views–11.17% Engagement–11.30%
Uploads – 12.40%
Product Promotion
Views – 6.66% Engagement – 4.58%
Uploads – 13.22%
News & Updates
Views – 0.05% Engagement – 0.18%
Uploads – 0.83%
• Industries that were active on fb during this time are
• Healthcare – Fortis & Max, Sports – IPL Teams, Personal Care – Godrej,
BFSI - BajajAlliance
• Awareness on Covid-19 dominated the content type on Facebook on all the
KPI’s i.e. Views , Engagement & Uploads followed by Generic & Product
Promotion.
• Some of the popular videos on fb are:
• “Coronavirus has been causing much panic. But there's something you
can #SpreadToProtect more people from falling ill: awareness about
preventive measures – By Godrej”
• “In these troubling times, can you be the #TrueFriend that our society
really needs? - By BajajAlliance“
Content Insights
Content Analysed
Views : 6.44 M
Engagement : 71.82 K
Uploads : 121

66. Popular Brands & Celebrities
Shah Rukh Khan Preeti Zinta
Content Analysed
Views : 6.44 M
Engagement : 71.82 K
Uploads : 121
Madhuri Dixit Kajol
Popular Celebs
Popular Brands
Godrej Tupperware India
Preity ZintaShah Rukh Khan
• Shahrukh Khan and Preity Zinta alongwith other cricketers from IPL
franchise Kolkata Knight Riders and Kings X1 Punjab were active on
facebook promoting awareness around the topic:
• “#SRK's message to everyone out there: "Don't panic, stay safe,
keep away from misinformation."
• ""Don't spread the virus, spread love!" - Preity G Zinta's word of
advice for everyone during this tough time!
Bajaj Alliance Max Healthcare World Bank India
2.2M -
Views Engagement
0.2M0.2M
1.1M 9.5K 0.5M 8.4K 0.3M 3. 4K 0.2M 1.3K
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire page

67. Covid-19 content by brands on Instagram
Product Promotion
Views – 47.34% Engagement – 9.23%
Uploads – 22.08%
General Content
Views–27.87% Engagement–46.47%
Uploads – 33.77%
Awareness Related
Views – 23.09% Engagement – 43.71%
Uploads – 40.26%
DIY
Views – 1.66% Engagement – 0.52%
Uploads – 1.30%
Campaign & Tentpole
Views – 0.05% Engagement – 0.08%
Uploads – 2.60%
Content Analysed
Views : 854.29 K
Engagement : 76.90 K
Uploads : 77
• Brands are not leaving any stone unturned to make effective use of this
tough situation by going with the current trends and marketing themselves
effectively. This can be seen from the fact that “Product Promotion” content
type garnered 47% views.
• Some of the videos that gained traction around brand promotion are:
• “All for FREE on MX Player - Not contagious. Only addictive – MX
Player” &
• “Because we care! All our Health Insurance Policies offer coverage for
Coronavirus - BajajAlliance“
• Videos around awareness & things to do during lockdown have also gained
high engagement:
• “Perfect time to brush up on all the makeup skills in the world, you
got this! – MyNykaa”
• “Know the symptoms from DishTV Channel No. 92 and in case you see
them near you, call +91-11-23978046 – Dishtv.India”
Content Insights

68. Content Analysed
Views : 854.29 K
Engagement : 76.90 K
Uploads : 77
Popular Celebs
Popular Brands
MX Player Bajaj Alliance
Ajinkya RahanePreity Zinta
Popular Brands & Celebrities
• IPL Celeb & Stars also published Covid-19 related content:
• “Ajinkya Rahane shares some vital tips on how you can help
protect yourself and others & fight #COVID1”
• "Don't spread the virus, spread love!“ – Preity ZInta
Tripoto Community KXIP official MyNykaa
233K 2.6K
Views Engagement
19.8K46.9K
96K 7.1K 92K 757 80K 27.4K 48K 27.4K
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire profile

69. Covid-19
Analysis of Content Published by
Indian Govt.
Platforms Covered

70. Covid-19 Content on Social Media by Govt. of India
37.69 MViews
674.10 K
Engagement
315Videos
Covid-19
Going Viral

71. Content Analyzed
What’s Working
• Views : 35.02 M
• Engagement : 591.54 K
• Uploads : 169
PM’s Interaction & Discussion
worked well on YouTube on the
basis of Views & Engagement per
Upload
Popular Channels
• Narendra Modi
• Doordarshan
• Ministry Of Health
Content Analyzed
What’s Working
• Views : 2.58 M
• Engagement : 66.18 K
• Uploads : 124
Popular Pages
• AAPkaArvind
• PIB
Press releases performed well
cumulatively as well as on per
video basis on Facebook
Content Analyzed
What’s Working
• Views : 85.70 K
• Engagement : 16.35 K
• Uploads : 22
Covid-19 related information
worked well on Instagram on
cumulative & per upload basis.
Popular Pages
• PIB
• Doordarshan
What's Working Where? – Content around
Covid-19 by Indian Govt.
Indian govt. is trying their
level best by using all the
available social media
platforms to make
everyone aware &
educate every citizen
about Covid-19.
Out of the 3 Major
platforms analysed,
YouTube being a video
centric platform
outperformed other
platforms on all KPI’s in
this category of content.
On YouTube , Even PM
Modi’s Channel gained
huge traction because of
the content published on
Covid-19

72. What Govt. is Doing: Covid-19
- YouTube
Content Insights
• Narendra Modi has huge following even on Social Media and in these
tough times people are following him more aggressively. Content on PM
Modi’s Address to the nation gained high traction which can be seen from
high per video viewership & engagement.
• Covid-19 awareness is the most viewed category on overall level, Popular
videos in this category are
• Follow these simple steps to avoid spreading of Corona Virus by
Narendra Modi &
• हम सब ममलकर #COVID19 से लड़ सकते हैं। इसको फै लने से रोकें
और बचाव के मलए सावधाननयाां बरतें। by MOH
• Govt is publishing lot of News related content on YouTube but that failed
to gain traction i.e. 52% of uploads garnered only 5% of the category
viewership.`
Views - 48%
Engagement- 27%
Uploads - 22%
1.Awareness
2.PM Address
3.Explaination & Trivia
Views - 34%
Engagement- 55%
Uploads - 8%
Covid-19
Content Type
4. News / Updates
5. Others/General
Views - 12%
Engagement- 10%
Uploads - 4%
Views - 5%
Engagement- 7%
Uploads - 52%
Views - 1%
Engagement- 2%
Uploads - 13%
Content Analysed
Views : 35.02 M
Engagement : 591.54 K
Uploads : 169

73. Narendra Modi Ministry of Health
Popular Govt. Pages
• YouTube is a videos sharing platform so in order to spread a video
message this seems to be an apt platform which can be seem from the
fact that official govt channels are putting more content and are also
getting more traction here on YouTube.
Doordarshan PIB Rajya Sabha TV
22.88 M 427.13 K
Views Engagement
4.91 M 74.97 K 2.47 M 19.34 K 1.54 M 18.15 K 1.49 M 46.76 K
PMO My Govt
1.03 M - 441.53 K 420
Content Analysed
Views : 35.02 M
Engagement : 591.54 K
Uploads : 169
Popular Govt. Pages
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire channel

74. What Govt. is Doing: Covid-19
- Facebook
• “Press releases” is the most popular type of content on fb
garnering 75% of the overall views both on cumulatively basis as
well as on views/upload. Popular channels that uploaded press
releases are “AAPkaArvind” & “PIB”.
• Some of the popular videos in Press Releases are “Sharing
the present status of Delhi govt's measures to tackle
#Covid19 #DelhiFightsCorona” & “लाइव?: नई दिल्ली के
राष्ट्रीय मीडिया कें द्र में #Covid-19 से सांबांधधत हालात और
तैयाररयों की समीक्षा पर प्रेस वाताा”
• Awareness related videos didn’t performed well on Facebook
garnering 16% views on 54% uploads on Facebook
• Examples of Awareness related videos are “Spread of
#novelcoronavirus disease can be stopped...Washing your
hands with soap after coughing and sneezing and before
holding your child could stop spreading it” – Doordarshan
Views – 75.1%
Engagement- 96.1%
Uploads – 8.1%
1.Press Release
2.Awareness
3.PM Address
Views – 16.2%
Engagement- 0.8%
Uploads - 54%
Covid-19
Content Type
4. News/Updates
5. Others/General
Views – 4.7%
Engagement~0.1%
Uploads – 18.5%
Views – 2.1%
Engagement- 1.1%
Uploads – 8.9%
Views – 1.5%
Engagement- 1.9%
Uploads – 10.5%
Content Analysed
Views : 2.58 M
Engagement : 66.18 K
Uploads : 124
Content Insights

75. Popular Celebs
AAPkaArvind Doordarshan National
Amitabh Bachan
Popular Govt. Pages & Celebrities
• Celeb’s like Amitabh Bachan focused their efforts on spreading awareness eg:
“Shri Amitabh Bachchan से जाननए कक कै से स्वच्छता अपना कर आप भी Corona व
उससे जुडी अफवाहों को अंगूठा ददखा सकते है” &
“#Covid-19 can be stopped. Together we can do it, all we need to do is to take some
basic precautions: Amitabh Bachchan”
PIB India My Gov India Inbministry
1.76 M 63.63 K
Views Engagement
20.29 K
307.27K 292 296.32 K 118 96.16 K - 58.51 K -
Content Analysed
Views : 2.58 M
Engagement : 66.18 K
Uploads : 124
Popular Govt. Pages
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire page

76. What Govt. is Doing– Covid 19
-Instagram
Views - 51%
Engagement- 44%
Uploads - 36%
1.Awareness
2.News
3.General
Views - 42%
Engagement- 48%
Uploads - 59%
Views - 7%
Engagement- 8%
Uploads - 5%
Views - 75%
Covid-19
Content Type
Content Analysed
Views : 85.70 K
Engagement : 16.35 K
Uploads : 22
Content Insights
• Covid-19 awareness is the most viewed category on Instagram.
Govt. is trying very hard to spread awareness on Covid-19 so as to
limit its spread effectively.
• Govt. is also roping in celebs to spread strong message to their
followers e.g. PIBIndia promoted a video of Sachin to spread
awareness on Hand wash.
• Popular videos in awareness category are
• @sachintendulkar gives a lesson in hand washing to fight the
#coronavirus by PIB India &
• PLEASE SPREAD -DON'T PANIC! #CoronaVirus : Basic
Protective Measures If you have fever,cough and difficulty
breathing, seek medical care at the earliest by DD National
• News related content gained 42% out of the overall views on
Instagram. Some of the videos that performed well are
• LIVE NOW - PM @narendramodi and other #SAARC leaders
in a Video Conferencing by DD National &
• Prime Minister @narendramodi holds video conference with
Chief Ministers of the states/UT by DD National

77. Content Analysed
Views : 854.29 K
Engagement : 76.90 K
Uploads : 77
Popular Celebs
DD National Gujrat Tourism
Amitabh BachhanSachin Tendulkar
Popular Govt. Pages & Celebrities
• Celeb & Stars also published Covid-19 related content on Govt Pages:
• Sachin shared tips on How to wash hands properly while Amitabh
Bachhan shared his thoughts on the precautions we can take to
fight Corona
PIB India DD News Official BSNL Corporate
51.3K 10.60K
Views Engagement
4.6K26.04K
26.04K 4.26K 5.47K 1.23K 1.58K 159 791 102
Popular Govt. Pages
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire profile

78. Summary – Impact of Covid-19 on Digital media
Creators are channelizing
the content around News &
Updates related to Covid-
19, while Brands are taking
it as an opportunity to
promote their products in
conjunction with talking
about the preventive
measures. Govt. is utilizing
the power of social media
to spread awareness and
press releases in the
country
Content around Covid-19 is
flooding the social media
since Mar’20 with ~3B
views on videos uploaded
on YouTube, Facebook and
Instagram itself.
YouTube, being a video
centric platform,
outperformed Facebook
and Instagram in terms of
average Views on videos
around the topic. On the
other hand, the latter took
lead in gaining high
engagement
Among Creators, Apart
from News Channels who
are flooding the social
media with News about
Covid-19, we also have
celebrities and expert
doctors appealing to the
masses and spreading
awareness. Informational
content/Trivia is specific to
YouTube while Awareness/
Prevention Videos are doing
well on Facebook. #Janta
Curfew, #Quarantine are
trending on Instagram
Brands are publishing
videos vigorously on
Facebook and Instagram.
While the platforms may
serve them good
engagement, exploring
YouTube can help them
garner wider reach. Health,
Fitness and personal care
brands have primarily
developed content around
this topic. IPL franchise have
also been active in
spreading awareness
The Govt. of India efforts in
spreading awareness have
been really successful on
YouTube. PM Modi’s
channel on YouTube
witnessed ~23M views
particularly his address to
the nation gained huge
traction. Press release were
most popular on Facebook.
Government also roped
celebrities like Amitabh
Bachhan and Sachin
Tendulkar to publish posts
on Govt. pages

79. PLATFORM ANALYZED: YouTube
GEOGRAPHY: India
DURATION OF ANALYSIS:
Pre-Lockdown: 1st Mar ’20 to 21th Mar ’20
Post-Lockdown: 22nd Mar ’20 to 10th Apr ‘20
IMPACT ON YOUTUBE CONSUMPTION
LOCKDOWN IN INDIA:

80. With Indians restricted to their homes
since the onset of lockdown, the screen-
time activity on social media has shot up
significantly. Having more time at
disposal and only limited indoor
activities for entertainment, the video
consumption trends have surged.
YouTube alone shows a 8.4% rise in
viewership, across a span of just 30
days.
97.7 B
105.9 B
313.0 M
377.1 M
1.7 M
1.9 M
8.4%
20.5%
11.7%
Post-Lockdown
Pre-Lockdown
Post-Lockdown
Pre-Lockdown
Post-Lockdown
Pre-Lockdown
VIEWS
SUBSCRIBERS
UPLOADS

81. Most-Viewed Genres
On YouTube:
BEFORE & AFTER LOCKDOWN
PRE-LOCKDOWN POST-LOCKDOWN Δ IN VIEWS
1 Entertainment Entertainment 5%
2 Music Music -9%
3 News & Politics News & Politics 72%
4 Kids & Animation Kids & Animation 17%
5 Comedy Comedy 8%
6 Food & Recipe Food & Recipe 52%
7 Education Education 6%
8 Science & Technology Information 42%
9 Infotainment Science & Technology 1%
10 Gaming Gaming 23%
Almost the same genres continue to dominate the Top-10 charts. It
is only the genre Information (which also includes videos providing
general information around Covid-19) which climbs up the ladder
by gaining a 42% increase in viewership, resulting in Science & Tech
falling to 9th rank, and pushing Infotainment out of the Top 10.
Genres such as Entertainment and Comedy have shown only a
small change in views across the period. Interestingly, the
viewership on Music Videos has declined by 9%.
On the other hand, News & Politics, Food & Recipe and Gaming
have emerged as the triumphant genres, all gaining a high share of
eyeballs in the lockdown season.

82. GENRES VIEWS SUBSCRIBERS UPLOADS
News & Politics
Food & Recipe
Gaming
Family & Parenting
Art & Craft
DIY & Home Decor
Education
Entertainment
Comedy
Music
Travel & Leisure
Fashion & Style
Business & Finance
Genre-Level Performance
Genres which have
witnessed high growth
GAINERS
Genres which have
shown limited growth
STEADY MOVERS
Genres which have
logged a decline in
consumption
Higher % growth compared to overall growth %
LOSERS
Negative growth rateLower % growth compared to overall growth %

83. Food & RecipeNews & Politics secured the top spot among all the genres – based on the views &
subscribers growth from pre lockdown to post lockdown period. The surge is mostly
on the National news related to Covid-19 which is the headlines 24x7.
AajTak & ABP news were the favorites among the audience during both pre & post
lockdown whereas post-lockdown, IndiaTV climbed up 2 ranks to reach the 3rd spot
with ~90% of growth in views.
NEWS & POLITICS
95%
Subscribers
72%
Views
BIGGEST GAINERS
94%
Subscribers
52%Views
Cooking – which is a very popular hobby, has turned out to be a good past time in this
lockdown period. Call it excess availability of time or helplessness, people are cooking new
dishes and flooding the social media with its pictures. YouTube – with its vast library of
recipe videos, has turned out to be the savior for all those struggling to satiate their craving
as an increasing number of people are following YouTube to learn the recipes.
Top 10 food channels post lockdown are all recipe-based e.g. "Village Cooking Channel",
"Cook With Parul" etc .Village Cooking Channel which is on top in both pre & post lockdown
has a very unique way to cooking in village that too in bulk quantities.
FOOD & RECIPE
Aaj Tak ABP News India TV
Village Cooking Channel Cook With Parul

84. Gaming which is male dominated genre has also observed a decent growth in this
analysis period. Young adults & Students, who are the primary TG of Gaming, are stuck
in their houses with loads of free time at their disposal thus being glued to their
screens.
Walkthrough & Gameplays is a major category in gaming which is preferred by the
audience, followed by Tips,Tricks & hacks. Techno Gamerz which is one of the top
performing channels in lockdown period is also making gameplays on games like GTA .
BIGGEST GAINERS
GAMING
68%
Views
16%Uploads
In these fast moving times, lockdown has brought a silver lining in terms of people can
spend more time with their families. In turn, the audience is coming up online to learn
more about how to manage their families effectively which can been seen from ~68%
increase in views from the pre lockdown period.
Creators like "Mom Com India" are creating content e.g. "Top-5 Simple Indoor
Engagement Activities for Kids" which seemed to be very apt as per the current
situation.
FAMILY & PARENTING
35%
Subscribers
23%
Views
Techno Gamerz
Mom Com India

85. Education genre gained a huge traction in terms of uploads with an increase of 120%
from pre to post lockdown. Subscribers & Views gained seemed moderate with ~6%
increase.
StudyIQ & Wifi Study were the top 2 channels in both the analysed duration which
focused on Govt Exams whereas JEE related channels like "Unacademy JEE" gained
67% more views in post lockdown period.
BIGGEST GAINERS
120%
Uploads
Effect of more free time can be seen directly on genres like Art & Craft which observed
~30% Increase in Views & Subscribers on just ~13% increase in uploads.
Popular channels that gained high viewership in lockdown period are e.g. "Hetal's Art"
& "Artkala" , these are making content around Crafts & Tips on Resuing Old material.
ART & CRAFT
EDUCATION
27%Subscribers
31%Views
14%Uploads
Study IQ India Unacademy JEE
Hetal’s Art ArtKala

86. Food & Recipe
Global economy is on the verge of recession due to coronavirus. Globally business & trade
has been put on hold under these conditions. The loss of earning has also resulted in the
lose of interest of people thinking of trading or doing any business. Consequently, under
these prevalent conditions Business & Finance genre as a whole has seen a decline in views
as well as uploads post shut down.
BUSINESS & FINANCE 47%Subscribers
7%
Views
23%
Views
16%Uploads
Food & Recipe
The consumption of Music as a genre, is vast as compared to the rest. Comparing its
consumption between Pre & Post Lockdown, the genre retained its 2nd spot – ranking next to
Entertainment. However, internally it observed a decline of 9% in views.
One fact owing to this decline is the absence of new releases in the Bollywood - which is one
of the best performing sub-genres within Music. Bollywood music creators i.e. T-Series & YRF
showed a decline in content consumption during the period by ~15% & ~18% respectively
MUSIC
9%
Views
Since a few months, there has been a decline in the interest of Indians watching travel
related content on YT. Covid-19 and lockdown, rubbing salt on the wounds, has led to a
considerable amount of decline in viewership by 23% despite an increase in uploads by 16%
when compared with pre lockdown period in March.
TRAVEL & LEISURE
BIGGEST LOSERS
T-Series

87. 30
40
50
60
70
80
90
100
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Food & Recipe DIY Education Gaming
Search Trends – Youtube (India)
BEFORE & AFTER LOCKDOWN
When we looked at what the audience is searching
on YouTube, the trends are quite interesting. Post
lockdown, there is an incredible growth in searches
on Recipe, How-To, Learn and Gaming
Genre Keyword
Food & Recipe Recipe
DIY How-to
Education Learn
Gaming Gaming
• Above data is showing the trends of search volumes scaled between 0-100 where 0 is min. & 100 is max. (100 is the
reference value of the maximum searches of any keyword in that time frame)
• Week 1 – 1st Mar to 7th Mar , Week 6 – 5th Apr to 10th AprSource: Google Trends
Post LockdownPre Lockdown

88. Pre Lockdown
1.3B
14.9M
9.3K
Views
Engagement
Uploads
Post Lockdown
2.6B
44.5M
21.4K
Views
Engagement
Uploads
+98%
+199%
+130%
Views
Engagement
Uploads
Growth
Growth in Content around Covid-19

89. Thank You.